Smoke Your Competition: 14 Ways to a High Conversion Rate

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What happens after the click is just as important as what happens before the click, but there's way more to conversion rate optimization than just the technical side, like button color and layout. It's also about the experience. Searchers are smarter now. Not only should you be prioritizing what really leads to a conversion, you should also be looking at the unique perspectives of your different target audiences.

3Q Digital and Hanapin experts, Joe Kerschbaum and Kayla Kurtz, go through different steps that will change how you think about getting a conversion, other objectives to consider, and lead you down a road that helps you ricochet past your competitors.

You'll get expert-level PPC tips like:

*What to consider for extremely productive and efficient landing pages

*How to structure the testing process for practical feedback

*Reminders on things search marketers often forget


Smoke your competition and get these 14 ways to high conversion rates!

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  • KAYLA
  • KAYLA
  • KAYLA
  • KAYLA
  • KAYLA
  • KAYLA – EXPLANATION OF TOPIC
  • KAYLA
  • JOE
  • JOE
  • JOE
  • JOE
  • JOE
  • KAYLA

    CRO is not a task to be put off or poorly prioritized because ROAS happens to be acceptable at the time
    CRO also shouldn’t be a surprise, so get buy in on the schedule and plan early – that way you can focus on presenting results and not constantly waiting for approvals (helps avoid the de-prioritization, too)

  • KAYLA

    Don’t get emotionally involved with the test. What we think we know will work won’t always, and things we know for a fact won’t work – sometimes do. You can’t let those things get you off track, because they occur more than you may expect, as well.
  • KAYLA

    Think about how the page applies to different people – this mom and her son are interested in different things when purchasing a video game, don’t forget that.

    Different landing pages, checkout and CRO experiences for different types of users
  • KAYLA
  • KAYLA
  • KAYLA

    -not all marketing channels are always testing from the same place, with the same team, etc.
    -not all pages are ppc only
    -if possible, try to align with all channels to make sure if they’re focusing on a particular message that you’re not interfering
    -which is also a good note for later, make sure results are shared with all those channels as well
    -hopefully this got covered with the everyone in the loop piece back in the pre-test phase, but it can also be easy to go to supervisors or clients for approval and buy in and forget to think of your kindred spirits from other channels
  • KAYLA

    -too many brands have gotten sheepish about their advertising these days. Find your x factor and test ways to tout that
  • JOE

    http://buyer.sellerinsights.com/files/2013/05/buying-the-two-sides.png
  • JOE
  • JOE
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  • JOE
  • KAYLA

    -Just because you’re mid-test doesn’t mean you couldn’t find a bucket of things to test in the future – so be aware of what you’re seeing in terms of performance and audience interaction, “regardless” of conversion rate, necessarily
  • KAYLA
  • JOE
  • JOE
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  • KAYLA

    -what is our next step after this test? Did we learn something that requires prioritization over what we thought would be our next test? It’s easy to wrap a test and not deliberately take a quick pause to make sure where you thought you were headed and confirm that’s the right way to go still.
  • KAYLA

    -once you complete a test and synthesize the results, take a chute to the bottom of the staircase and get started on the next iteration. The longer you wait in between tests, the easier it is to get out of the habit of testing.
  • KAYLA
  • KAYLA
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  • Smoke Your Competition: 14 Ways to a High Conversion Rate

    1. 1. #thinkppc &HOSTED BY: SMOKE THE COMPETITION: 14 STEPS TO A HIGH CONVERSION RATE
    2. 2. #thinkppc Presenters • Joe Kerschbaum – Midwest Account Director at 3Q Digital – @JoeKerschbaum • Kayla Kurtz – Senior Digital Advisor at Hanapin Marketing. – @one800kayla
    3. 3. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions.
    4. 4. #thinkppc Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
    5. 5. #thinkppc Live Poll Question #2 How do you manage your account(s)? #thinkppc a) I manage it myself. b) I’m part of a team that manages it. c) I outsource my account management. d) I’m rethinking how my account is managed.
    6. 6. #thinkppc 14 Steps to a High Conversion Rate PRE-TEST IN-TEST POST-TEST
    7. 7. #thinkppc Have more questions? PRE-TEST PHASE
    8. 8. #thinkppc Why Is This Stuff Important?
    9. 9. #thinkppc Create an Iterative Testing Process You need to build a testing foundation and a culture of testing. Testing needs to be baked into every strategy.  Get buy-in on every level  Determine the development resources  Acquire any necessary software  Build out a schedule & plan  There is always room for improvement!
    10. 10. #thinkppc Create an Iterative Testing Process You don’t need to re-invent the wheel with every test! Don’t try to score a touchdown with every single test. Don’t put that stress on yourself!  Big ideas are great  BUT small and steady wins the race  Don’t let this be a roadblock  Small tests require less resources
    11. 11. #thinkppc Create an Iterative Testing Process Each test should be a small, strategic change to improve performance – and minimize other variables.  Create a plan that is 2 steps ahead  Don’t plan too far ahead  Let test results determine your path  Consistency is key
    12. 12. #thinkppc Create an Iterative Testing Process
    13. 13. #thinkppc Form a Hypothesis Let’s summarize this handy chart. Construct your hypothesis –  What are you going to test?  Why are you testing this element?  What is the expected outcome?  What do we want to learn?
    14. 14. #thinkppc Dedication & Approval Now that you’ve done all this work planning – get to it!  Don’t put off your CRO plan because ROAS is on goal for the moment Be sure all players are in the loop… …and bought in
    15. 15. #thinkppc Remove Emotions
    16. 16. #thinkppc Segment LPs by Audience Have you thought about how different audiences might interpret your planned test?  Consider all your possible customers or visitors  Will the message or particular test drive away any segment of those visitors?  Edit plan accordingly (may include adding more pages)
    17. 17. #thinkppc Live Poll Question #3 How often do you implement or trigger a new landing page test? #thinkppc a) 2-4 weeks b) 4-6 weeks c) 2-3 months d) 4-6 months e) Never
    18. 18. #thinkppc Have more questions? IN-TEST PHASE
    19. 19. #thinkppc Align Your Message In-house and client marketing channels are not always in sync -  Don’t throw any other channel’s test under the bus.  Later on…share results. Help save each other time with valuable lessons learned.
    20. 20. #thinkppc Tout Your X Factor
    21. 21. #thinkppc Emotion vs. Logic
    22. 22. #thinkppc Logical Thinking Thinking Slow Logic & Analysis Numbers & Facts Plans & Processes Information & Data Objective Emotion vs. Logic Emotional Feeling Feeling Fast Instinct & Impulse Assumptions & impressions Creativity & Imagination Visuals & Stories Subjective
    23. 23. #thinkppc Restructure Your Page Priorities New ideas are super mega awesome! Another testing idea is to rearrange your landing page – like a puzzle!  Look at the elements on your LP and think about re-prioritizing  Which pre-existing elements can be moved or changed to impact performance?
    24. 24. #thinkppc Restructure Your Page Priorities Alter existing elements on the page –  Different copy formats  Different page layout  Different placement on page  Different headline size
    25. 25. #thinkppc Restructure Your Page Priorities
    26. 26. #thinkppc Eyes Wide Open You could learn something anytime, anyplace during a testing cycle.  Heat mapping versus conversion rates  Keep your eyes open for things to put on the testing schedule for later
    27. 27. #thinkppc Have more questions? POST-TEST PHASE
    28. 28. #thinkppc Review Your Findings We all want to get tasks done! But conversion rate optimization isn’t a “one-and-done” to check off your list.  Launching your test is only the beginning!  Post-test analysis is just as important as any phase in the process  Bake this into your testing mentality NOW
    29. 29. #thinkppc Review Your Findings Reviewing stats is easy. In each test there is a winner and loser. You have to determine the reason for these results.  Put your thinking cap on  What was so much more appealing about the winning variation?  What can you learn and how can you apply it going forward?  This is the human element of testing. Then go back to your scientific method of the process!
    30. 30. #thinkppc Review Your Findings  Was our hypothesis correct?  If so, why did our test work?  If not, why didn’t our test work?  Any influential variables in the test?  Do have a new control variation?  What is the next test element?
    31. 31. #thinkppc Be Prepared For Surprises Surprise! Your new, shiny, optimized LP totally bombed. Have a strong hypothesis but be ready to abandon it if needed.  Don’t get emotionally attached to any test element or idea  An idea that requires development resources and investment could bomb but you need to be ready  Don’t get discouraged  Don’t settle for your control conditions – even if it keeps winning!
    32. 32. #thinkppc Keep Moving Forward Results have been reviewed & analyzed, surprises accepted – now what?  Do our findings require a shift in the next test?  The one drawback to planning ahead is that occasionally you made assumptions in those plans that get debunked mid-test run.
    33. 33. #thinkppc Ladders Always Come With Chutes
    34. 34. #thinkppc Live Poll Question #4 a.) FREE Account Assessment from Hanapin (for accounts spending more than 20K/mo) b.) FREE “Mini-Audit" and analysis of AdWords account health from 3Q Digital (for accounts spending more than $50K/month) c.) No Thanks d.) Both Would you like help with your PPC accounts and management? I’m interested in:
    35. 35. #thinkppc Live Q&A Time!
    36. 36. #thinkppc Have more questions? Thank you for attending our webinar! #thinkppc • Contact us Directly: » Hanapin Feedback: marketing@hanapinmarketing.com 3Q Digital Feedback: hillary@3qdigital.com

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